As social media reshapes entertainment marketing, viral celebrity interview moments have become an effective way to promote upcoming movies and TV shows over carefully curated campaigns.
Movies and TV show marketing used to follow a clear formula. A trailer was released, celebrities went on talk shows, walked red carpets, expressed how great the movie is, and that was it.
Now, celebrities have to “play the game”. They are asked to take part in viral trends, eat spicy chicken wings, read fan comments, or interview each other while an actual interviewer is no longer necessary. Just sitting and talking positively about their new project isn’t enough promotion anymore.
Studios are constantly asking for more from celebrities so they can reach a wider audience through social media. However, the most memorable moments from press tours have been completely unpredictable. They are the moments that the internet decides to obsesses over, for many different reasons.
Here are five press tour moments that marketing teams couldn’t have predicted:
1. “Holding Space” – Wicked
An interview moment from the Wicked press tour that was supposed to be sincere and emotional, quickly became a viral meme. Interviewer Tracy E. Gilchrist said, “People are taking the lyrics of Defying Gravity and really holding space with that.” The phrase “holding space” sparked both confusion and mockery online, along with how Ariana Grande held Cynthia Erivo’s finger during the interaction.
“Holding space” was on everyone’s radar whether you were a Wicked fan or not. This viral meme could never have been anticipated by their marketing team, but it gained mass attention that spanned the remainder of the press tour. Even Ariana Grande addressed it on The Graham Norton Show and in a Variety interview.
2. #SpitGate – Don’t Worry Darling
At the Venice Film Festival during the press tour for Don’t Worry Darling, a short video appeared to show Harry Styles spitting on his co-star Chris Pine before sitting down. This short clip turned people into full blown investigative journalists. They zoomed in, slowed down the moment and analysed the actors’ facial expressions.
Speculation about why Harry Styles would spit on Chris Pine became a huge topic of conversation online, completely overshadowing the movie itself. #SpitGate took over any marketing plans that their team had in place as people wanted answers about the truth, which The Hollywood Reporter addressed.
This level of drama and attention could never have been deliberately manufactured.
3. Ryan Reynolds and Jake Gyllenhaal really love socks – Life
While promoting the sci-fi movie Life, Ryan Reynolds and Jake Gyllenhaal became quite the chaotic duo. One interview moment from a Rotten Tomatoes interview stood out in particular. At the end of the interview, the actors were asked, “Is filming a movie about space great because you get to wear socks all the time?” Their over-expressive reactions became a memorable moment on the press tour.
Their dynamic became more talked about than the movie because audiences responded to their humour and genuine friendship rather than any boring promotional content.
This viral clip was a small snippet of a longer, more chaotic interview which can be viewed below.
4. Harrison Ford and Ryan Gosling get the giggles – Blade Runner 2049
During press for Blade Runner 2049, Harrison Ford and Ryan Gosling were interviewed for This Morning, a UK talk show with Alison Hammond. Her honesty, playful jokes and relaxed interview style allowed the actors to let loose. She was unable to ask one question without the interview derailing humorously.
The full interview is below.
Even eight years later, people still return to this interview when they want something to lift their mood. Many viewers have commented that they had never seen Harrison Ford laugh so much, which made the interview feel even more genuine.
5. When everyone started ordering a “Negroni Sbagliato with Prosecco in it” – House of the Dragon
In an interview for House of the Dragon, Emma D’Arcy was asked by their co-star Olivia Cooke to describe their favourite drink. Their answer, “A Negroni…Sbagliato…with Prosecco in it” was delivered with such a soft confidence that it caught the internet’s attention. What is a Negroni Sbagliato with Prosecco you may ask? Bon Appétit explains here.
It became a viral sound on TikTok with people recreating it with their own twist, some creators even becoming viral themselves.
Even though this moment had nothing to do with direct promotion of the show, it still boosted it’s online presence immensely.
The whole interview with Emma D’Arcy and Olivia Cooke for HBO max can be viewed below.
